Sääksjärvi, Maria; Hellén, Katarina; Balabanis, George - In: European Journal of Marketing 50 (2016) 3/4, pp. 421-441
Purpose The purpose of this paper is to examine women’s reactions to celebrity endorsers holding positive and negative public images and the consequences for purchase intentions of the endorsed product. Design/methodology/approach The paper draws on the social comparison literature and applies...